The Enhanced Games — tech’s steroid extravaganza — didn’t pay off, as company posts $60 million loss

Enhanced Group, the telehealth company behind the performance-enhancing-drug-friendly Enhanced Games, reported a nearly $62 million net loss in Q2. The event generated little athletic spectacle and most of the company’s $17.7 million in revenue came from games-related sponsorships rather than its core telehealth business.

The results suggest the Enhanced Games may be more expensive marketing spectacle than sustainable sports property. They also highlight the risk of tech-backed attempts to repackage controversial health products and biohacking as mainstream entertainment before proving durable demand.